The Changing Consumer Behind Rent the Runway’s Success
Elisabeth Anne Boniface
September 10, 2019
Direct to consumer fashion rentals company Rent the Runway (RTR) has taken the fashion community by storm. The company’s sustainable and adventuresome subscription service has become a mainstay in the working woman’s closet. With RTR unlimited for just $159 per month, customers can rotate up to four items at any time, giving them access to a virtual dream closet full of 600 plus brands and designers to choose from. With subscription services seemingly taking over the ecommerce and the direct to consumer shopping experience, we asked ourselves: how has the digital-first customer evolved and what consumer behavior is driving this trend? Maureen Sullivan,
